Marketing Research

Front 1

What are the three types of Research Design?

Back 1

Exploratory, Descriptive, Causal

Front 2

Research Objective: To gain background information, clarify problems and hypotheses.

- Unstructured

Back 2

Exploratory

Front 3

To describe and measure marketing phenomena at a point in time

Back 3

Descriptive

Front 4

To determine causality (if-then statements)

-experiments

Back 4

Causal

Front 5

-Secondary data analysis
-Case analysis
-Focus Groups

Back 5

Exploratory research methods

Front 6

measure units from a sample of the population at only one point in time
(furniture survey)

Back 6

cross-sectional descriptive

Front 7

repeatedly measure the same sample units of a population over time
(sexual abuse survey)

Back 7

longitudinal studies

Front 8

use data to gain insights into changes in consumers' purchases, attitudes, etc.

Back 8

continuous panels

Front 9

ask panel members the same questions on each panel measurement

Back 9

continuous panels

Front 10

variable that the researcher has complete control over

Back 10

independent

Front 11

observing behavior as it occurs

Back 11

direct observation

Front 12

observing the effects of results of the behavior rather than the behavior itself

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indirect observation

Front 13

subject is unaware that they are being observed

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disguised observation

Front 14

repondent is aware of the observation

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undisguised observation

Front 15

researcher identifies beforehand which behaviors are to be observed and recorded

Back 15

structured observation

Front 16

no restriction is places on what the observer would note: all behavior is monitored

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unstructured observation

Front 17

-small group of people
-unstructured
-spontaneous discussion
-generate ideas and basic needs

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focus group

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6-12 people
60-90 minutes

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size of focus group

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strangers who share homogenous characteristics

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who should be included in a focus group

Front 20

-generate fresh ideas
-allow clients to observe their participants
-easy access to special respondent groups
- directed at understanding a wide variety of issues

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pros of focus groups

Front 21

-Representativesness of participants
-interpretation sometimes difficult

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Possible errors of focus groups

Front 22

Should not be used when the reasearch objective is to predict a specific number based upon sample data

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when should you not use a focus group

Front 23

participants are placed in simulated activities in the hopes taht they will divulge things about themselves that they might not reveal under direct questioning
ex: word association, role playing, etc.

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Projective technique

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set of probing questions posed one-on-one to a subject to gain an idea of what the subject thinks about something or why they behave a certain way

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depth interveiw

Front 25

placing a person ion a decision-making situation and asking him or her to verbalize everything they consider when making a decision

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protocol analysis

Front 26

descriptive study of a group

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ethnographic research

Front 27

monitoring a respondent's involuntary responses to marketing stimuli via the use of electrodes and equipment

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physiological measurments

Front 28

Physically verifiable property

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objective

Front 29

mental construct

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subjective property

Front 30

Description, order, distance

Back 30

three types of scale descriptors

Front 31

the use of a label to stand for each unit on the scale
ex: male, female

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description

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relative sizes of hte descriptors are known allowing us to say one is greater/less than the other

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order

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differences between the descriptors are known
ex: $1 difference between $4 and $5

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distance

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Nominal, ordinal, interval, ratio

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levels of measurement of scale

Front 35

those that only use labels

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nominal

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those with which the researcher can rank-order the respondnets or responses

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ordinal

Front 37

those in which the distance between each descriptor is equal

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interval

Front 38

ones in which a true zero exists
-most descriptive, exact numbers

Back 38

ratio

Front 39

asked how much you agree or disagree

Back 39

likert scale

Front 40

value and personality traits of people as reflected in thier unique activities, ect.

Back 40

life-style inventory

Front 41

series of bipolar adjectives with the purpose of measuring brand evaluation

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semantiv differential scale

Front 42

respondent responds in the same or similar manner to an identical measure

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reliability

Front 43

accuracy of responses to a meausure

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validity

Front 44

only perfectly accurate sample

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census

Front 45

error

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probability sample will always have some

Front 46

calculated and expressed as a %

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probablility sample accuracy and error can be

Front 47

representativeness and accuracy

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sampling errors

Front 48

Two bigs factors in determining sample size

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cost, desired accuracy

Front 49

Central tendency, variability

Back 49

two sets of descriptive measures

Front 50

most common response to a question

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central tendency

Front 51

used to reveal how similar the responses are

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variability

Front 52

mean, median (middle) and mode(most frequent)

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measures of central tendency

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frequency and percentage distribution, range(max min), standard deviation (degree of variative in bell shape)

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measures of variablity

Front 54

making a generalization about an entire class based upon observation

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inference

Front 55

stats are used to make estimates of population

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statistical inference

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parameter estimation, hypotheses testing, tests of sifnificant differences

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three types of stat inference

Front 57

using sample info to compute an interval that describes tha range of values a the population would take on

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parameter estimation